The Effectiveness of TikTok in Increasing Brand Awareness Among Users

Nur Nadia Najihah Azadan; Logaıswarı Indıran; Saranya Nair

doi:10.54439/gupayad.1502120

EN TR

The Effectiveness of TikTok in Increasing Brand Awareness Among Users

Abstract

Purpose: The purpose of this study is to explore the effectiveness of TikTok in increasing brand awareness among users. Material and Method: This study employs a quantitative research approach. A questionnaire was developed and distributed to B2C TikTok users to gather data. Findings: Mobile Application Value, System Quality, and Influencer Trust significantly influence TikTok's brand awareness. Information Quality does not exhibit a significant effect on Brand Awareness. Brand Awareness positively impacts both Word of Mouth and Purchase Intention. Results: This study demonstrates TikTok's effectiveness in enhancing brand awareness, primarily through system quality, mobile app value and influencer trust, while minimizing the role of information quality. The positive impact on word of mouth and purchase intention underscores TikTok's potential as a powerful marketing tool.

Keywords

Brand Awarness , Social Media Marketing , Tiktok , WOM

Kullanıcılar Arasında Marka Bilinirliğini Artırmada TikTok'un Etkinliği

Öz

Amaç: Bu çalışmanın amacı, kullanıcılar arasında marka farkındalığını artırmada TikTok'un etkinliğini araştırmaktır. Gereç ve Yöntem: Bu çalışma nicel bir araştırma yaklaşımını kullanmaktadır. Veri toplamak için bir anket geliştirildi ve B2C TikTok kullanıcılarına dağıtıldı. Bulgular: Mobil Uygulama Değeri, Sistem Kalitesi ve Etkileyici Güveni, TikTok'taki Marka Bilinirliğini önemli ölçüde etkilemektedir. Bilgi Kalitesi Marka Bilinirliği üzerinde önemli bir etki göstermemektedir. Marka Bilinirliği hem Ağızdan Ağıza İletişimi hem de Satın Alma Niyetini olumlu yönde etkilemektedir. Sonuçlar: Çalışma ile elde edilen sonuçlar yorumlandığında; bilgi kalitesinin rolünü küçümsenirken, özellikle mobil uygulama değeri, sistem kalitesi ve etkileyenlerin güveni aracılığıyla TikTok'un marka farkındalığını artırmadaki etkinliği ortaya çıkmaktadır. Ağızdan ağza iletişim ve satın alma niyeti üzerindeki olumlu etki, TikTok'un güçlü bir pazarlama aracı olma potansiyelini ortaya çıkarmaktadır.

Anahtar Kelimeler

Brand Awarness , Social Media Marketing , Tiktok, , WOM

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Hizmet Pazarlaması

Bölüm

Araştırma Makalesi

Yazarlar

Nur Nadia Najihah Azadan
0009-0005-7747-5439
Malaysia

Logaıswarı Indıran ^*
0000-0001-5706-4441
Malaysia

Saranya Nair
0009-0000-4822-7747
Malaysia

Erken Görünüm Tarihi

18 Ekim 2024

Yayımlanma Tarihi

30 Ekim 2024

Gönderilme Tarihi

17 Haziran 2024

Kabul Tarihi

16 Ekim 2024

Yayımlandığı Sayı

Yıl 2024 Cilt: 5 Sayı: Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular

DOI

https://doi.org/10.54439/gupayad.1502120

IZ

https://izlik.org/JA55SH82ML

APA

Azadan, N. N. N., Indıran, L., & Nair, S. (2024). The Effectiveness of TikTok in Increasing Brand Awareness Among Users. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, 5(Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular), 21-31. https://doi.org/10.54439/gupayad.1502120